Package design can revitalize product performance

Finding out what's on consumers' minds is increasingly important and enables companies to deliver innovative new products and services. Open, honest dialogue can get to the heart of customers' wants and needs. Marketers are considering new strategies and tools, thanks to the advent of Web 2.0. Companies that reach out to consumers on their preferred communications platforms and engage them in dialogue have a real opportunity.

But it's easy to get so focused on the implementation of new social media, that traditional marketing tools are overlooked. We'll make the case that no initiative is more important in the marketing mix than packaging. After all, only packaging delivers products directly into the consumer's hands.

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